A passenger-focused online experience

London Luton Airport Digital

The redesigned website is the most visible expression of the new LLA brand. Acting as brand guardians, ico worked alongside the LLA team to define the strategic approach and content strategy – ensuring that the website aligned with business goals whilst responding to the brand ambition – and helped to choose an appropriate technology partner.

Quba was appointed to define the online passenger journeys and develop the website. Research revealed half of all visits to the site were from mobile devices and that the primary driver of traffic was flight information. This led to a card-based system where only information that's appropriate for a passenger at each point of their journey is shown with clear links to further content.

ico designed the visual framework of the site and created assets for the individual cards: icons, illustrations and an art-directed collection of brand imagery that could be used both online and off-line. The result is an easy and efficient online experience. We continue to collaborate with Quba and LLA to refine and develop the site.